The client needed a trade show booth designed on a Friday afternoon with a Monday deadline. The challenge was creating three distinct, large-scale layouts quickly while ensuring legibility, hierarchy, and print-ready accuracy. A following project included a visual campaign for the clients new "toolkit" program.
Better Mortgage Select
Mar 2025
Signage Design
Campaign Design
This booth design was influenced by the client’s bold, high-contrast Instagram feed, which already set them apart from other mortgage brokers in a crowded market. The goal was to translate that same energy into a large-scale environment. Strong typography and red accents were used to echo their existing digital presence, creating instant brand recognition. The grayscale home imagery grounds the design in professionalism while allowing the red geometry to carry attention from afar. Clean spacing and minimal copy keep the message legible at trade show distance, while the height of the QR code ensures accessible engagement.
The client initially provided a rough design resembling the “Classic” style, created externally, but the quality and execution were poor. Instead of simply repairing that layout, I broke their reference material into three clear style directions to explore: Classic, Bold, and Sleek. This allowed me to refresh the original concept while also presenting alternative approaches with different tones and levels of modernity. The “Classic” option keeps closer to their starting point but with refined hierarchy and polish, while the “Sleek” version strips back the design for a more minimal, premium presence, offering flexibility in brand presentation.
For this campaign, we developed the BM Select Investor Edge identity by distilling five financing stages into distinct tool metaphors. Each tool was carefully chosen for its symbolic alignment: trowel for building foundations, pipe wrench for flexibility, sledgehammer for breaking limits, sander for smoothing rates, and saw for conversion. We opted for a minimal layout to spotlight these core elements, maintaining strong typographic hierarchy and brand consistency across digital, print, and event applications, ensuring clarity and cohesion throughout the campaign.
